Institute of Marketing Communications India®

#MyFirstRakhi Campaign by Cadbury Celebrations brings joy to the children with special needs

This Raksha Bandhan, a special campaign #MyFirstRakhi has been launched by Mondelez India’s chocolate gifting brand Cadbury Celebrations.

Cadbury Celebrations has partnered with Social Hardware to develop India’s first generatively designed prosthetic arm that will help children with physical disabilities to sense touch. The campaign shows a young boy who has never experienced the joy of getting a rakhi tied by his sister. Because of the new prosthetic arm, he is now able to sense the touch of rakhi on his arm and celebrate this eternal bond on Raksha Bandhan.

The campaign has been beautifully filmed and conceptualized by Ogilvy India for Cadbury Celebrations. It is made available on social channels as well as innovative outdoor advertising. Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival can now feel the bonds of this beautiful relationship on his hand.”

Anil Viswanathan, Senior Director, Marketing, Mondelez India, said, “For years now, Mondelez India has been an innate part of festivals and occasions such as Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference in the lives of these kids who don't get to experience festivals as we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”


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